Ideas that move
brands forward

The era of brand awareness is over

Brand awareness is a shallow metric. It tells you if people recognize your name, but it doesn’t tell you if they care, feel inspired, and want to take action. That’s a huge problem.

Everyone Has Argued About Whether the Sydney Sweeney Campaign Worked a Year On. They Were Asking the Wrong Question.

A rebrand buys you attention, it doesn't buy you momentum.

I know that stings (especially for a brander like me) because rebrands are expensive, emotional, and usually arrive at exactly the moment a company is desperate for movement. A new CEO. A merger. A growth spurt. ->